Here’s What Went Down at Hypebeast Night for Michelob ULTRA’s Pitchside Club NYC Event

On July 10th, TopMob Night turned SECOND (849 6th Ave.) into a vibrant spectacle for Michelob ULTRA’s Pitchside Club, showcasing the essence of soccer culture, individual flair, and community bonding. Attendees were privy to the launch of the limited-edition black TopMob jerseys, available in both collared and non-collared versions. Fans also got an opportunity to instantly personalize their gear on site at The TopMob Kit Bar, using heat-press graphics, embroidery, exclusive event patches, and a thoughtfully chosen assortment of unique accents.

In New York City, fashion stylist @mrlbf aided fans in enhancing their appearance by offering his keen eye and unique style during styling sessions. He assisted with layering coordination or recommended patch arrangements, ensuring each individual walked away looking as if they had just emerged from a professional photo shoot. The atmosphere was abuzz with creativity as people eagerly waited to customize their jerseys, capturing the real-time transformation on camera.

The vibe at the bar was elevated by Michelob ULTRA, serving refreshing pours to amplify the evening’s buzz. With music echoing throughout, people moved freely among soccer equipment, foosball tables, and the Lovesac Lounge area. A few even dared to test their skills against a digital Messi in the Greatest of All Time challenge.

Last but not least, enthusiasts of vintage items were not left out either, as Classic Football Shirts NYC exhibited an exceptional assortment of retro jerseys and iconic club classics from around the world. Various digital displays scattered throughout the area traced the journey of jersey design, providing insights into how styles, materials, and branding have transformed over time across various eras and teams.

From July 8th through the 13th, Michelob ULTRA’s Pitchside Club transformed New York City. The grand finale was a screening of the Sunday championship match between Chelsea and Paris Saint-Germain. Throughout the weekend, there were memorable highlights such as a live performance by Men in Blazers host Roger Bennett who engaged special guests during his show.

On Saturday, the Michelob ULTRA x Uninterrupted’s “Meet the Legends” panel brought together Alex Morgan, Dax McCarty, and Sabrina Ionescu for an engaging discussion about the game’s culture and future. The evening concluded with the Pitchside Party where fans donned their favorite soccer jerseys and danced to pulsating sets by DJ Florencia Galarza and Axwell.

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2025-07-16 18:56